No one should be out in this....

Does that say two degrees? Can't tell. Window is frozen. Unfortunately, I have to be out in it all day long. Bbrrrrr.....

The Best FREE Resources for Getting PR

In the past, as a PR professional there were a multitude of great resources we used to help generate news stories for our clients. Back then many were pay services that came by fax or even mail! Can you imagine how far ahead journalists had to plan to get a query posted on that one!

Well those days are mostly gone, thanks to the Internet and many service, while still pay are offering part of their service for free (promotionally) and others are just FREE.

Now my cohorts would ask me why I’m giving these away, but the reality is that if you really wanted to find them online, you will and I would rather have you visit Small Business Daily and save yourself some serious time.

Help a Reporter Out – sign up to receive this free email distribution three times daily with the latest queries from journalists looking for sources. Be ware. Participation has rules so best to read them before you get booted from the list.

Pitch Rate – also an email distribution that’s focus is on industry experts

Reporter’s Source – free email distribution with leads but you don’t have the chance to pitch the reporter yourself. Actually, you send in your pitch, it’s evaluated by the publishers and they pitch it for you. If the journalist is interested they put you in touch.

My Story Source – just launched. Free email distribution to media that allows you to pitch your news in the email and journalists contact you at their convenience. Also a good place to build community with other small businesses and nonprofits.

The Publicity Hound – a great place to get tips on improving your ability to generate positive PR for your organization.

Toilet Paper Entrepreneur – another great resource for entrepreneurs of every shape and size. A wealth of knowledge and information. Read the blog daily!

Jennifer Fortney
Cascade Communciations

Follow me on Twitter @SmallBizPRXpert

Time Flies...

Wow! Has it really been a month since I posted here? Well, if you're curious, you can always check out my posts on Small Business Daily where I contribute a little more regularly....but there is so much going on here at Cascade Communications, and you will only hear about it here and on Twitter @MyStorySource and @SmallBizPRXpert. Trust me....it's really good!

Today is Friday and while I try to use the day closing projects for the week and returning calls, I can't help but think the day wouldn't also be well-spent curled up on the couch with a romantic comedy! Maybe it's the changing weather and crispness of Fall air but I, personally, feel in transition and Cascade is definitely in transition. I'm a Scorpio, so while most people make new starts on or around New Year's Day, this is my new year and there will soon be much to tell.

If you're in Chicago and looking for a new networking group, follow Sip & Give on Facebook. It's a new networking group for professionals who are socially and community-minded. The first event is Tuesday, October 27 benefiting the Lakeview Pantry (due to the economy, they are in even greater need of food and help to provide for individuals and families this holiday season). See details on Facebook.

Cheers for a great weekend...stay tuned!

Benefits of PR - Couldn't Have Said It Better Myself

It's rare that I actually post something from another public relations professional, but hey, we're all on the same team, right? I came across this on Twitter today and thought...."I couldn't have said it better myself!" So, Jenna, this could be the start of a beautiful friendship.

Benefits of Public Relations
By: Jenna (Gruhala) Oltersdorf

It’s no secret that both public relations (PR) and advertising offer unique benefits when employed correctly. And, when working together, the two practices can build awareness, boost brand value and drive sales. Some of our most successful campaigns stem from a strong relationship between our PR team and advertising agency partners.

To contrast the two, PR earns media coverage through strategic outreach to journalists while advertising is a controlled message placed in paid-for space. Both practices work to influence the behavior of consumers by swaying opinion, calling consumers to action, etc., but the tactics used to gain results and meet goals couldn’t be more different.

Unfortunately, PR tends to be overlooked during the planning stages of some marketing campaigns because many don’t fully understand the benefits. And, if PR isn’t overlooked all together, many times key decision makers don’t quite understand how it works or worse, don’t understand how to measure a PR campaign’s success (common measurements include impressions, number of placements and types of placements).

The primary goal of any PR campaign, no matter how large or small, is to build relationships. Through these relationships, we’re able to secure stories, build momentum and create opportunities for brands, be it a person, organization, product or service. Before launching any PR campaign, it’s important to outline measures of success to fairly evaluate the benefits as well as manage expectations both internally and externally.

So what sort of benefits can you expect from a well-planned PR campaign?

Read more....

Pitch to Editors Should Cross Mediums

Score Multiple Hits Per Pitch: Chicago Tribune Critic Daley Suggests Writing Pitches Adaptable for Print, Online, Radio and Social Media

Jim Bucci (jbucci@bulldogreporter.com) Issue Date: Daily 'Dog - August 19, 2009 "Pitches need to be adaptable to multiple platforms and multiple adaptations," says Bill Daley, a food and wine critic for the Chicago Tribune. "I need to be able to write something for the newspaper, rewrite it into a radio script and also do it as a tweet. For example, I once took research for one story and repackaged it seven ways for the different media types. Pitches have to be focused and laser sharp. Fewer journalists mean fewer of us doing more things." His additional tips for scoring more coverage per pitch: Read more...

Don’t Spam Editors: Five Tips to Earn Their Respect

For small businesses DIYing PR there are three things that they have to learn to do well so be successful:

1. Tell their story – in effect, writing a strong press release

2. Effectively pitching media

3. Following up with media with respect

The last of these seems to be the one that most DIYers miss. A majority still believe that if they distribute their press release online and email an effective pitch to media that those two things will do the trick alone in garnering public relations. The truth is that it’s not, and for those who do actively follow up with media, most are simply SPAMMING media until eventually they are completely blocked all together. In my industry, we call it blacklisting and journalists DO it all the time.

The trick to good follow up and achieving PR in general is one thing: RESPECT.

Aretha Franklin sang the song, that quickly comes to mind, and people just like you seek it and demand it from others. So why shouldn’t you give it in return? In life, in general, having respect for yourself and others will take you far. Plus it always feel good. When you stop having that respect you can stop seeing results. Respect for journalists comes in many forms, all of which are key to your success in achieving PR for your business.

Here are five tips on how to respect journalists and generate media attention for your business:

• Understand how the media you’re pitching works: Deadlines for TV and print are totally different. If newspaper deadlines are 3:00p don’t call after 2:00p. If the TV newsroom meeting is from 9:00- 10:00a don’t call during. They won’t have an answer for you. Have respect for their time and deadlines and keep your pitches brief and to the point.
• Know what the journalist or blogger you’re following up with writes on, what are they looking for or interested in. What is their beat? It can take time to read through their columns online, but it’s important to do so if you’re going to be successful in catering your story to their beat.
• Don’t leave long follow up voice mails or send lengthy emails: They don’t have time to read it. Get to the point and tell them why your story is perfect for their beat.
• If you pitch yourself available for an interview make yourself available for the interview!
  
• Finally, do not send one email over and over again to a journalist trying to get their attention. It’s SPAM and you will be blacklisted for it. Instead, check in once a week or once every two weeks. If they’re interested they will get in touch.

One of the most important tips I can give you is that if a journalist turns you down on your story don’t whine about it to them and keep them on the phone trying to change their mind. It won’t work. Instead, keep them in mind and when you have something in the future that may be of interest to them, contact them again.

Respect is earned. Building relationships with media takes time and respect, but it can be lasting and beneficial for your business for years to come. Destroy that relationship and you will never get them to produce a story. As my father always said, “Put yourself in someone else’s shoes and then approach the situation”. I think about this everyday and it has made me the professional I am today with lasting relationships with media.

Jennifer Fortney, Cascade Communications and SmallBizPRMadeEasy.com

Follow me on Twitter @SmallBizPRXpert for daily PR tips

Give Your Business a Boost with Our New Exclusive PR Program for Small Business

I mentioned in this in an earlier post, but had a request from several people to repost it with more specifics, so here it is! The one-of-a-kind PR program for small business that you won't find anywhere else!

"Boost"

Boost your business with some PR! Cascade Communications has created a new, customized program to help generate increased awareness and growth for small businesses!

At Cascade Communications, our ongoing dedication to helping small business grow has generated loads of ideas and opportunities for our clients. This means that we are always providing cutting-edge programming specifically for small business. Options you won't find anywhere else, cuz no one else knows how to cater to small business quite like we do.

We understand that budgets are tight but you know now is the time to market your business. You know that this is a chance for you to overcome competitors and become a leader in the market.

Our newest service is "Boost", an affordable, customized, one-of-a-kind PR program offering a boost to your small business by generating positive media stories. It’s perfect for those who would like to try PR but are afraid to make a long-term investment. We’ll prove to you that PR can and does work to boost your business!

This unique, individually customized program at a one-of-a-kind price offers small businesses one month of representation, including;

• One month PR representation
  
• One press release
• Additional press materials, if necessary for story
• Top 50 media pitching
• Online Press Room development consultation
• Write and distribute a Social Media News Release
• Free web distribution
• Forward journalist queries, or pitch them on your behalf, that come to us directly
• Post your release on our website
• Twitter your business news to our followers
• Small business consulting
• Act as your professional PR department
• Develop an expert positioning plan you can implement
• Develop a social media campaign you can implement
• Free two-month membership to SmallBizPRMadeEasy.com, or original DIY weekly PR program
• Cost: $1,200
  

Contact us today to become part of "Boost"!

Jennifer Fortney
jfortney@cascadecomms.com
www.CascadeComms.com
www.SmallBizPRMadeEasy.com
“Small Business Daily” blog
“Cascade Effect” blog
Twitter: @SmallBizPRXpert

Business Week: Time to Change Course?

I will say it again, today's small businesses have a real opportunity to grow their business by thinking outside of the box; getting creative and maybe even finally forcing your business in a new direction, which you've been delaying.

Moreover, these changes can create opportunities for public relations for your business, further setting you apart from competitors. Here is a great article from Business Week Small Business.....


Is It Time for Your Business to Change Course? By Ann Field Business Week

In an economy like this, it may take more than tinkering to turn you company around. But big changes carry big risks

Kim Matheson Shedrick had spent 16 years growing New York-based Natural Resources into a 15-person, $1 million company that advises developers of high-end spas. But in late 2008 no one was building much of anything, never mind pricey spas selling hot seashell massages and lavender-oil body scrubs. Matheson Shedrick decided the time was ripe for an idea she'd been kicking around since 2001—mySpaShop.com, which would offer products and wellness advice for less affluent spa aficionados. "I looked at how I could use all the contacts I have in the industry to target the customer who can't spend $500 visiting a spa," says Matheson Shedrick, who now makes $10,000 a month through the site. She also expanded the B-to-B side of her company, charging spa owners a monthly fee for advice on how to boost revenue. She expects the new line of work to bring in about 15% of her overall sales by the end of the year.

Sometimes, when business is bad, you can't just tinker at the edges—you have to make fundamental changes to your company. That might mean selling to a new market or changing your offerings. It might mean strategic changes in distribution or marketing.

Read more....

Media Interviews: Where Patience Meets Savvy

There’s nothing worse than being interviewed by a journalist only to forget who you’re speaking to and that everything you say is “on the record”, unless you say otherwise, and then seeing a quote or story that completely took what you said out of context.

These kinds of snafus by political figures, celebrities and some business people quickly become fodder for “The Daily Show” and late night comics. Although most media don’t seek out the opportunity to “turn your words around”, you can learn from these people to create a solid PR opportunity for your business.

Media interviews always make people a bit jittery but you have to remember that in a majority of cases the journalist wants to paint a positive picture of your business. To do so provides them with a story that is of interest to their readers and is a win for you. By answering their questions directly and thoroughly, you provide them with content that they can use to create an informational and factual story on your business.

Here are 10 things to remember before and during a media interview:

1. Always remember that you are speaking to a journalist. No matter how friendly the conversation becomes, unless you say otherwise, everything you say can be considered “on the record”.

2. Being fully prepared for the interview and listen! I’ve worked with people in the past who were so concerned about getting their company’s key messages out that they completely failed to answer the question being asked of them, sometimes forcing the journalist to ask it again. Practice makes perfect to conquer nerves and listening ensures that you will answer the question before you.

3. Put yourself at ease: Practicing in a mirror or with someone you trust to ask questions and provide constructive feedback will help put you at ease. Having a full understanding of how the interview will go will also help. Doing the interview by phone is much easier because you can have your notes in front of you. However, if you’re going to be on TV you should familiarize yourself to the set up of the studio and run through your notes beforehand to refresh your thoughts. If you really feel nervous, I suggest working out that morning to release some of the energy and clear your mind. Sometimes, if you ask, a TV producer will provide the questions you’ll be asked up front. Again, it benefits them, as well, to make you look good, comfortable and speak well about your business.

4. Know who you are talking to: Researching the person you are speaking to can be one of the most valuable things you can do prior to an interview. Sifting through past stories online can give you a feel for how the journalist approaches the interview. When in-studio for TV you should never talk to the camera, but to the interviewer.

5. Take product/samples for face-to-face interviews: Taking your product to an interview or meeting with a journalist will give you something to “handle” and will remind you of the key messages you want to deliver. Television is always looking for samples or video because they don’t want just a “talking head”. They want to show their viewers something tangible, examples, how it works, action.

6. Be prepared for anything: Journalists often have a predetermined idea of where they want their story to go, but being prepared for anything may allow you the opportunity to give them an angle they haven’t considered. I’ve had clients do this, quite successfully, turning what might have been just a quote in a trend piece into an entire section of the story.

7. Learn the art of segue: One of the best skills you can learn is that of segueing. Think of your interview as a conversation on your business. You are actively following the journalist’s lead, but there is a time when you need to steer the conversation to meet your needs; to stick in some messaging on your business or key points you want people to know. There are wrong and right ways to do this. I advise that by listening intently you will find those opportunities to do it correctly and, more importantly, when it doesn’t sound contrived or rehearsed. You want to appear natural.

8. Dress for success: It’s no doubt that the psychological affects of clothing are pretty powerful. If you’re going to be on television clothing is obviously key (no stripes or crazy patterns, for the most part stay away from white), but why not take that same concept to a phone interview? Let it lift you to the professional place you want to be perceived in and you will come off with that same expertise and confidence. However, always dress comfortably. Television studios include lights and heat. If you’re nervous, you will sweat more which can divert your listening skills and thoughts during the interview. And don’t drink a ton of coffee beforehand. You don’t want to doing “the dance” during your interview.

9. Eat for brain power: I always say that prior to a media interview that you should eat like you’re preparing for the ACT. A good meal with fruits, veggies and almonds (particularly good brain food), foods which will keep you alert and help you think clearly.

10. Make sure you use your time wisely: There is real freedom in a phone interview or having questions emailed to you to answer. However, broadcast media have time constraints of which they must stick to. This means that you can’t go over, you could be canceled and re-booked and you have to be conversational enough to cover the two to three-minute interview. Being prepared will help you transition yourself when the producer tells you that they are running over and now only have two minutes rather than three and half for the interview. It doesn’t seem like much time until you’re in the hot seat. And when it’s over, it’s over. That was your one shot. So, make sure you’ve made the most of it!

Jennifer Fortney, Cascade Communications and SmallBizPRMadeEasy.com

Follow me on Twitter @SmallBizPRXpert